Mercedes taps history

The carco unveils a new worldwide slogan as it prepares to launch 16 new or upgraded models.

“The best or nothing.” That’s Mercedes’ ballsy new global brand positioning, its first worldwide slogan since 2005’s “The future of the automobile.”
The time seems right to launch a communications offensive – this year and in 2011, Mercedes will introduce 16 new or upgraded models.
A campaign, created by Jung von Matt in Germany and adapted in Canada by Toronto-based BBDO, backs up the “best or nothing” claim by chronicling Mercedes’ history, harkening back to Gottlieb Daimler’s pursuit of perfection. The launch spot depicts Mr. Daimler himself, and documents various breakthrough Mercedes models over the decades.
Creative also features three actual Daimler employees, such as Professor Gorden Wagener, head of design. The campaign, which includes print and online, will run until September. An updated logo with a 3D appearance and chrome finish was also introduced.